Application of Solomo Marketing in the Presentation of Eco-Innovations in Selected Business Entity
Application of Solomo Marketing in the Presentation of Eco-Innovations in Selected Business Entity
Author(s): Monika RezníčkováSubject(s): Media studies, Business Economy / Management, Energy and Environmental Studies, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: augmented reality; eco-innovations; environmental awareness; IKEA place; location based services; mobile applications; mobile devices; online marketing; social media; SoLomo marketing;
Summary/Abstract: Trends in marketing communication will move even further into the online world. For businesses, this means the need to properly coordinate offline activities with digital ones. The world of the Internet opens up many unexplored possibilities, creating space for creativity. Such marketing communication is also suitable for the presentation of eco-innovations in order to strengthen environmental awareness. The presented scientific contribution briefly characterizes the concept of SoLoMo marketing concept in relation to current global statistics. Digital media platforms significantly support the interactive communication of a business entity with the customer – whether current or potential, which is happening through mobile devices that support embedded geolocation services. A specific example of the use of this concept can be found in the third chapter of this paper – it is a mobile application of IKEA, which uses augmented reality. The main goal of the contribution is to point out and approach the application of the SoLoMo marketing concept in a selected business entity, to characterize an example of good practice.
Journal: Megatrendy a médiá
- Issue Year: 7/2020
- Issue No: 1
- Page Range: 433-440
- Page Count: 8
- Language: English
